With barely a pair of ballet shoes in sight, the campaign aims to challenge audience's view of ballet, while respecting the dance genre's traditions. As Tom Sharp, creative director of The Beautiful Meme, who directed the idea, explains: "It is about taking dancers out of tutus and moving away from convention nal backstage images to show the intensity, creativity and hot bodies of the dancers."

Part of Vivienne Westwood's campaign for the English National Ballet

Rojo, who is a principal dancer with the ENB and who was appointed artistic director in April last year, said she was "thrilled" to have collaborated with Vivienne Westwood. "It's a dream come true to be able to collaborate with someone of such stature. Her designs capture the creativity and ambition of our dancers who, in turn, add drama and movement to the clothes."

This stylish union will be just the first of many as Rojo projects her artistic vision across the company.

Dame Vivienne Westwood, who will show her autumn/winter 2013 collection during Paris Fashion Week in March said: "My clothes allow you to project your personality, and are theatrical in the sense that they are real clothes, well-designed, and they give you a chance to express yourself."